HomeMy WebLinkAbout1997-05-20; City Council; 14174; CCVB report1 r
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CITY OF CARLSBAD -AGENDA BILL
AB# I?./? w
CITY MGI DEPT. FIN
CITY Am CARLSBAD CONVENTION AND VISITOR'S BUREAU MTG. 5/20/97
DEPT HE TITLE:
REPORT FOR THE PERIOD ENDED 01A1197
RECOMMENDED ACTION:
Accept report and direct staff regarding a proposed contract amendment.
ITEM EXPLANATION:
On August 20, 1996, the City Council authorized the Mayor to execute an Agreement with the C;
Convention and Visitor's Bureau (CCVB) for community promotion services. The services spec
contract to be provided by CCVB are as follows:
A. Manage and coordinate a marketing program that positions Carlsbad as a prime destination
B. Generate awareness of Carlsbad in those geographic regions of the United States which pro
C. Operate the Visitor Information Center.
D. Enhance the current travel writer's program by organizing additional visits to Carlsbad by sev
writers that result in published articles promoting Carlsbad.
E. Promote local community events including the San Diego Marathon, the
Carlsbad 5000, the Carlsbad Triathlon, the La Costa Golf event and the Toshiba Tennis Clas
F. Develop private funding for advertising co-op programs, central reservations fees and other F
fees to support a full-time, aggressive tourism marketing program.
G. Implement an evaluative tracking method and submit quarterly reporting of the following infor
gathered from each phone call or visit to the Visitor Information Center:
California.
largest number of visitors to Southern California each year.
1. Place of residence
2. Number of potential visitors
3. Purpose of trip (business or personal)
4. How they heard of Carlsbad
5. How they heard of the Visitor Center
H. Provide monthly and/or quarterly information on occupancy rates and room rates for the Carl:
I. Establish a corporatelgroup sales incentive program which would include special group rate a
North San Diego County area.
rate promotions during low season and sales to individual and group wholesalers.
~
In order for Council to evaluate the services provided by CCVB, the contract spe,cifies that cel
are to be reported on a quarterly basis. CCVB has submitted their latest report which summi
activities from November 1, 1996 through January 31, 1997. Based on the information suppli
difficult for staff to determine if all of the services set forth in the contract are being provided ir
manner anticipated in the agreement.
I 0 0
PAGE 2 OF AGENDA BILL NO. j4. I ’? y
To assist Council in reviewing the CCVB report, the following table lists the reporting requireme
by the contract and where to find the information in the report submitted by CCVB.
A comparison of the Visitor Information Summary this period to the same period in the previous
indicates that the number of visitors to the Carlsbad Visitor Information Bureau offices during thi
period (6,791) increased by 1,131 visitors or 20% from the previous year.
Request for Chanae in Contract
In early April, CCVB submitted a request to reduce the travel writer’s program allocation by $10,
(from $1 5,500 to $5,500) and increase the allocation for trade show attendance by the same an
(from $1 5,000 to $25,000). They have already canceled their contract with Brice and Associate:
managed the program. The letter requesting the change is attached. If Council agrees with the
request, they may direct staff to amend the contract as requested by CCVB.
FISCAL IMPACT :
The City’s Agreement with the Carlsbad Convention and Visitor’s Bureau established $264,000 i
total amount of funding for the fifteen (1 5) month period from August 1, 1996 through October 3’
1997. The contract includes $1 17,000 for the operation of the Visitor Information Center, and $1
for programs.
Payments from the City during this period totaled $52,485 of which $15,086 was the final payme
from the previous contract. The CCVB also raised an additional $14,909 from other sources whit
includes $1 0,978 from local hotels, and the balance from miscellaneous promotions and depot s
Expenditures for this period totaled $75,257, of which $23,400 or 31 % were for operation of the ‘
Information Center. The remaining $51,857 in expenses were for programs. Print advertising
(magazines and brochures) was the largest single outlay in this category totaling $32,922 or 63’3
Expenditures for community events promotion totaled $8,359, followed by participation in trade I
which cost $7,745.
EXHIBITS:
1, Report from the Carlsbad Convention and Visitors Bureau for the period of November 1, 1991
2, Letters from Steve Link, Executive Director of Carlsbad Convention and Visitor’s Bureau.
through January 31, 1997, dated February 28,1997.
t 0 e I.
ACTIVITIES
Successful Meetings Magazine featured Carlsbad in its November issue. Opening with a
colorful photo of the Flower Fields taken by Steve Link, the article describes Carlsbad’s
amenities, as well as major events in the community.
On November 1, ConVis staff met with Bill Dominguez and Mary Jo Kerlin to discuss wi
to enhance the working relationship with Carlsbad’s Sister City Committee.
Diana Aaron met with a travel writer on November 1 and escorted her on a tour of
Carlsbad’s attractions. On November 3 she escorted her through the Village Street Faire.
ConVis staff worked prior to and at the Village Street Faire on November 3. We publish1
ads on October 25 and 27 to promote the event.
The Marketing Committee met on November 6 to evaluate marketing programs.
Steve Link met on November 8 with representatives of Sunset Magazine to discuss ideas fc
a San Diego County advertorial section in the March ’97 issue.
A destination management company is interested in arranging special events in Carlsbad
(such as street dances) for large convention groups at La Costa or Aviara. On November
Diana Aaron met with police officer Jim Byler to explore the feasibility of such events.
On November 16, Diana aaron and councilwoman Julie Nygaard drove to Cabazon to atte
an event sponsored by Steve Craig at his outlet stores complex.
The featured speakers at the November Hotel Motel Committee meeting were Michael
Crosthwaite, Tournament Director, Mercedes Championships PGA Tournament and Christ
Adams, Creative Director, San Diego Marathon.
In November the ConVis worked on a cooperative contest promotion with American Eagle
Airlines in central California. The ConVis acquired free lodging at Carlsbad Inn and ticke
to Sea World and the Wild Animal Park for a grand prize.
A travel writer from Germany visited Carlsbad, December 1-3. Diana Aaron escorted hi]
on tours of La Costa Resort and Spa, Four Seasons Resort Aviara, LEG0 Planning Office
Alt Karlsbad and other attractions. Lodging was provided by Beach Terrace Inn and meal;
were provided by Tip Top Meats, Fidels and It’s Coffee Time.
The Marketing Committee met on December 5 to evaluate marketing programs.
Staff met with representatives of Neiman’s restaurant on January 8 and with representative!
of Hadley’s on January 22 to discuss cooperative marketing opportunities.
cvba\qtlyfeb.rpt
1.
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Besides promotional support, the ConVis manned an information booth on Friday-Sunday,
January 17-19 at the San Diego Marathon to assist runners find lodging and give advice or
things to see and do in the area.
On January 24, the ConVis hosted a familiarization tour of Carlsbad for key staff of the S
Diego and Coronado Convention and Visitors Bureaus and the Oceanside Chamber of
Commerce. A travel writer also accompanied the group,
For several years the ConVis has written a Carlsbad chapter to be published in the annual
San Diegan guide book. The narrative is due to the publishers in early January. Because
the turmoil with the ConVis in December 95, this wasn’t accomplished and there was no
Carlsbad chapter. More than 200,000 of the guides are published each year.
The featured speaker at the January HoteUMotel Committee meeting was Dr. Vince Mansc
who talked about the Gemological Institute of America’s impact on Carlsbad’s hospitality
industry.
On January 29, the ConVis held its first Hoster, a community informationhocial event at t
Senior Center. Staff demonstrated the ConVis web site and discussed ConVis marketing
programs. More than 150 people attended.
An update on our TV commercial. The ConVis 30-second commercial is airing on a
television program called Break Away. It is airing on 152 cable stations nationwide as a
public service announcement compliments of Elite Racing who are involved in the progran
Since it first aired on July 22, it has aired more than 100 times nationwide. This is worth
program and is airing our commercial twice a month for free. Other spots on this ESPN
program sell for $6,000 for each 30-second commercial.
In October the ConVis modified its Internet web page and secured a domain name. Almos
immediately, the number of people who accessed our page skyrocketed. It increased from
500 a month in October to more than 13,000 in January. The page is modified and update
every Thursday to keep it viable.
chapter in this year’s San Diegan. A chapter was submitted this January and there will be
tens of thousands of dollars to us at no cost. Starting in January, ESPN picked up the
cvba\qtlyfeb.rpt 2
SI - 0 0
Visitor Information Summary
November 1 , 1996 - January 31 , 1997
CA resident Out of CA Foreign Tor
visitors visitors visitors rr
November 1,157 945 125
December 1,169 821 156
January 996 1,313 109
3 month totals 3,322 3,079 390
~~
Above figures represent one member of family and/or group.
November December January
Phone inquiries 2,096 1 , 839 2 , 322
Mail outs 1,691 694 779
~~
Travel agent
mail outs 105 115 110
. 0 e I.
Programs To Attract Groups
The ConVis purchased a %-page full-color ad in the November issue of Successful Meetin
Magazine.
The ConVis registered to have a booth at five travel shows, never before attended by the
ConVis, that are specifically aimed at tour operators, group travel planners and meeting
planners. These shows are:
Successful Meetings Marketplace, March 5-7
0 ITB Travel Show, Berlin, Germany, March 8-12
European Receptive Tour Operator Reception, March 20
0 California Travel ,Market, April 24-27
0 Pow-Wow, June 1-4
The ConVis worked extensively with the organizers of the San Diego Marathon to place
runners in hotel rooms for the January 18-19 weekend. Virtually every hotel room in
Carlsbad was booked for the weekend.
Through our internet web page and in response to our advertisements we provided viable
leads to hotels for more than a dozen groups totaling 4,598 people requesting 4,755 room
nights. Names available upon request. These meetingskonferences are planned six month
to a year or more in future.
cvba\qtlyfeb.rpt 3
04 .. 0 0 Carlsbad Convention & Visitors Bureau
Accounting of Funds
For the Quarter Ended Jan 31,1997
Income
For the Quarter Contract to Date
City of Carlsbad $52,485. $105,144.53
County of San Diego 8,200
Hotel Co-op 10,977.88 16,578.29
Marketing Partnership 1,010 1,010
Depot Sales 381 .I5 1,008.85
Misc. Promotions 2,540.43 2,596.58
Total $67,394.84 $134,538.25
Visitor Center Operations
For the Quarter
Personnel:
Management $3,000
Staff Salaries 11,550
Benefits 200
Payroll Taxes 2,850
Contract to Date
$6,000
22,950
34 1
5,650
Total Personnel $1 7,600 $34,941
Overhead:
Utilities
Outside Services
MaintfRental
Equipment Allocation
Office Supplies
Postage
Travel
Insurance
Conferences
Memberships
Telephone
Items for Resale
Misc. Fees
$594
122
174
2,382
200
304
872
973
179
$1,012
222
740
250
3,255
400
596
506
1,731
950
1,861
326
10
Total Overhead $5,800 $1 1,859
Equipment Purchases:
Items Cost
Total Equipment
Total Visitor Center Operations: $23,400 $
I' 0 0
Program Expenditures
Accounting of Funds
For the Quarter Ended Jan 31,1997
TOTAL EXPENSES
For the Quarter Contract to Date
Travel Writer Program:
Management Allocation
Meals
Equipment Allocation
Postage
Subtotal
Community Events:
Management Allocation
Equipment Allocation
Advertising
Other [list]
Subtotal
Trade Shows:
Management Allocation
Booth Fees
Travel Costs
Supplies/Materials
Subtotal
Advertising:
Management Allocation
Equipment Allocation
Ads
Production Costs
Postage
Other
Subtotal
Brochures:
Management Allocation
Equipment Allocation
Design & Printing
Subtotal
Video:
Management Allocation
Production Costs
$1,000
4
100
$1 ,I 04
$4,500
3,859
$8,359
$3,000
4,745
$7,745
$3,439
6,541
51 7
2,217
$12,714
$4,000
16,208
$20,208
$3,500
25
500
300
$4,325
$7,000
100
6,859
$1 3,959
$5,000
11,120
432
$16,552
$6,439
71 3
13,597
I ,310
4,339
$26,398
$7,000
400
17,415
$24,815
$239
831
Subtotal $1,070
Marketing Partnership $1,727
Subtotal $1,727
$1,727
$1,727
Total Program Expenditures: $51,857
Total Period Expenditures: $75,257 9
0 0 Carlsbad hospitality industry among leaders
County-wide figures have been
reported and Carlsbad placed third
in the collection of Transient Occu- pancy Taxes (TOT) collected from
visitors to San Diego county in the
fiscal year that ended on June 30.
of $3,406,917. Coronado came in
second, reporting revenues of
$5,294,654. While Carlsbad's $3.4 million is dwarfed cows by the $64.2 million REPORT collected by the city
Carlsbad's revenues totaled hun-
dreds of thousands of dollars more
than that collected in all other North
County cities combined. TOT is the
tax charged to hotel rooms through-
out the county.
In Fiscal Year 95/96, hotels in San
Diego County paid $81 million in
TOT to the city in which they are
located or the county if located in an
unincorporated area. Only three
cities experienced a decline in TOT revenues last year. They were
Carlsbad reported TOT revenues
of San Diego,
Escondido, Lemon Grove and
National City.
TOT is just one measure of the significance of tourism in a
restaurants, number of hotel rooms,
community's economy. Other
measures include number of
people employed in the hospitality
industry and other tax revenues.
The San Diego Convention and
Visitors Bureau estimates that
upwards of $140 million is also
collected in sales and property taxes
annually from the visitor industry.
While Carlsbad receives just a
portion of sales tax revenues and
other taxes collected by the county and state, all of the $3.4 million TOT
revenues goes to the city.
"Tourism is a significant pillar in
the local economy," said Norine
Sigafoose, chairman of the ConVis
Board of Directors. '"he city is a
partner with the hospitality indus-
tourism grow." try to strive to make revenues from
TOT REVENUES
San Diego County Flscal Year 1995196
$64.20 million - San Diego
$5.29 million - Coronado
$3.41 million - CARLSBAD
$2.38 million - Unincorp. areas
$ 1.32 million - Chula Vista
$864,213 - Del Mar
~ $631,850 - Oceanside
$51 7,185 - National City
$508,563 - El CaJon
$485,251 - Escondido
$406.1 1 1 - Encinitas
$401,941 - La Mesa
$240,195 - Solana Beach
$1 68,638 - Vista
~ $63,250 - Santee
~ $52,853 - Imperial Beach
$49,168 - Poway
$25,773 - Lemon Grove
$41,254 - San Marcos
I
Long distance runners coming to Carlsbad
Thousands of runners and waikers
from across the country and as far
away as Canada, japan, Germany,
Ireland, Russia and Morocco are pining local athletes for a weekend
of fun and fitness at the San Diego
Marathon, Jan. 17-19. "Carlsbad hotels are expected to sell out for this very popular
weekend of events," said Diana
Aaron, ConVis
Director of Public cows Relations. "For many REPORT
be their first visit to Carlsbad. The marathon gives us opportunity to
showcase our community."
A 60-minute television show of
race highlights will air on Fox
Channel 6, Fox Sports West and
ESPN International. In addition,
ESPN will feature the San Diego
Marathon on its February Running
and Racing show.
All activities will start and finish
at Plaza Camino Real, which is also
the site of the All About Fitness
participants, this will
Expo, featuring over 80 vendors,
clinics, demonstrations and enter-
tainment.
Saturday activities will kick off
with a 5K run and walk, followed
by the Keebler Kids Marathon Mile,
where the little ones run distances
from 25 yards to one mile. Saturday
evening, over 1,OOO hungry
marathoners will enjoy the Vons
Carbo Dinner at the Del Mar Hilton.
Sunday morning the walkers will
dawn, followed at 63 by the early
start marathon for the "more
relaxed marathoners," and the half
marathon at 7 a.m.
Mark Wischkaemper, a 17-year- old Carlsbad resident, will send the
marathoners on their way with a
rousing rendition of the national
anthem at 730 a.m.
New this year is the San Diego
Marathon Bike Tour, which will
give non-runners the opportunity to
experience the marathon course
from the seat of their bike.
begin their 26.2-mile trek before
Enhy and volunteer forms are
available at the Visitor Infonnatior
Center in the Old Depot. For
information, call 792-2900.
German journalist visits
A German journalist visited
Carlsbad for two days in Decembel
He produces a three-hour travel
show for a Berlin radio station each
Sunday and syndicates the show ta
other stations throughout German]
Diana Aaron, ConVis Director of
Public Relations, took him on a tou
of La Costa Resort & Spa and Four Seasons Resort, Aviara as well as
the Legoland project office, Alt
Karlsbad, the Village and the
Poinsettia Star in the Flower Fields
Magazine features Carlsbad Successful Meetings Magazine
featured Carlsbad in a special
supplement in its November issue.
Opening with a colorful photo of
the Flower Fields, the article de-
scribes Carlsbad's amenities, as we1
as mapr events in the community.
-~.
0 0
All of the activities will start and finish at PI, ConW’s Biz Real, wllich is also the site of the Arr Abotrt I;
featuring over 80 vendors, clinics, demonst
entertainment.
Entry and volunteer forms are available at
Tnformation Center in the Old Depot. For info]
German iournalist visits Carls
729-2900.
A German journalist visited Carlsbad for t
Not The Magi - Not The Shepherds - radio station each Sunday and syndicates the sl
‘l’llsY Ar@ Ff~llowi~n ’The Star ‘ro earlsbad. Dmanber, He prodt1ces a thrge-hoalr travel &ov
1I”S SIIOYPERS stations throughout Germany.
by Steve Link, Executive Director
Carlsbad Convention and Visitors Bureau Diana Aaron, ConVis Director of Public Relatic
on a tour of LaCosta Resort 42 Spa and Four Se:
‘he Village is benefiting from the star made of poinsettias in
display, stay to eat and shop. For instance, on December 3, The ConVis wishes to thank Fide,,s, It,s Cofl
two busloads of 91 seniors from Pasadena viewed the star in Tip Top Meats for hosting his meals and Beac,.
the morning, enjoyed lunch at Pea Soup Andersen’s and then for providing lo&ng.
descended on the Village for three hours of heavy-duty
Aviara as well as the L,EGOLAND projed
Karlsbad, the Village and Poinsettia Star in the ; the flower fields. Visitors coming to Cadsbad to view the
shopping. They bestowedplenty of gold on the merchants.
This is just a taste of what the merchants can expect when
LEGOLAND is built.
Lonp distance runners cominp to Carlsbad
More than 6,000 marathon runners will dash through the
Village early Sunday morning, January 19.
Thousands of runners and walkers from across the country
and as far away as Canada, Japan. Germany, Ireland, Russia
and Morocco are joining local atldetes for a weekend of fun
and fitness at the S‘m Diego Mnrnthoa.
Carlsbad hotels are expected to sell out for this very popular
weekend of events. For many participants, this will be their
first visit to Carlsbad. The marathon gives LIS opportunity to
showcase our community.
A 60 minute highlight television show will air on Fox
Channel 6, Fox Sports West and ESPN International. In
addition, ESPN will feature the Sm Diego Mnrcrtl?on on
their February Running and Racing Show.
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. .. .
Tamales at LOLA'S
The December issue of Sunst Magazine conta
page article on LOLA'S Mexican Deli on Roos
The article raved about the tamales.
Ofie Escobedo tells us that as soon as the IY aonwas =* who were visiting hen from Seattle, Others hr
published the customers flocked in. The first v
, I. . tourists from Catalina, Santa Barbara, Newpor The World Knows About Carlsbad throughout the west. Some have even.frozen tk
by Steve Link ship back home. Several people from Carlsbad
ConVis Executive Director weren't aware of LOLA'S until they read the ar
Do you want to join us for a wild ride? Ofie says December was the best month since tht
in business. Congratulations, Ofie and Connie. 6
The ConVis modified its Internet web page in late October article.
and secured a domain name. Almost immediately the number
of people who accessed our page on the Internet skyrocketed. Major Events
We had seen about 500 people a month, worldwide, access
our page. In November it jumped to over 2,000 and in
December more than 6,000. So far in January, more than
3,000 people each week are accessing our page seeking
information on Carlsbad. We couldn't have imagined this
just three months ago.
In late December, we sent a letter to 1,150 Carlsbad
businesses inviting them to place a 50 word advertisement on
our Internet web page. We are sorry if we overlooked you. If
you didn't receive our letter give us a call.
What we are offering is to place your 50-word listing on our
page for a full year for just $35. Even if the number of
people seeking information about Carlsbad stayed at
January's level, more than 150,000 people will see your
listing in the coming year.
Several businesses that have their own web page are linking
on to ours. Then people looking at Carlsbad's page can read
theirs with a click of the mouse. Two businesses, Pelican
Inn report that they are receiving a surge of accessions via
Carlsbad's page. The first room the Best Western Beach
Terrace Inn booked through ttis program was from a travel
agent in London.
Carlsbad hosted two major events in January, tl
Championships PGA Tournament at La Costa
Spa and the San Diego Marathon. These eva
wonderful exposure for Carlsbad through thc
made the cash registers ring at our restaurants
merchants.
Cove Bed and Breakfast and Best Western Beach Terrace
-3 .. . ..
-. .. . , .: . .. LC .
'. . Foui' Seasons. Resort Aviara ''..;. .;. '. .' '.,. 1 ' 1
The happy anticipation with which meeting planners are awaiting the . ~
I997 opening of !he Four Seasons Regent-Hotels and Resorts' 331-room
fiwe-star property is due as much to the company's reputation for . . '
sophisticated 1uxury.as to the statesf-theart design and spectacular .'. ,. .. ' _,. .
setting of its first coastal resort. From its hilltop perch, surrounded by , ' the the elegant homes of this master-planned community;the Four
Seasons Resort Awiara overlooks the Batiquitos Lagoon nature preserve '.
and distant Pacific horizons.
Although most of the resort Is still under constmction, its rooms and . .
meeting space are belng booked by business groups for dates into the 2bt
centuty. In addition to being sold out for the 1998 Super Bowl, one company
has resewed Awiam for an entire month's lncentiwe program in the year 2000.
best climate on the US. mainland; close proximity to downtown Carlsbad, .
and the property's futuristic design developed with the help of an incentive
addsow beard of Independent meeting planners. ', , : ,
owersize desk, a Wawdlne telephone jack ready for fax and modem and a
desk-height electrical outlet for laptop computers. 1. '
Nearly 30,000 square feet of mwtlng and banquet space include an . .
%%,7905qua~&oot ballroom with a 23-foot ceiling and a rolkrp access door for wehlcles and other large exhibits. The 3,850square-foot Salon and seweral
conference moms (the largest, 2,300 square feet) feature video cameras, .
compactdisc players, personal computers, and other high-tech equipment.
"Planners are particularly impressed by our outdoor reception areas,"
says Jim Samuels, the resort's marketing director, as he points out the
future locations of priwate gardens, fountaincooled courtyard, and terraces.
As proud as he is of the proprty, Samuels-a father of Wds positiwely
ecstatic about its Kids for A11 Seasons program. Designed for children ages 5
to U, this program kicks in as soon as the family arpiwes. It beghs with a
personal inwitation to Phe Kids for A11 Seasons Center, where "Winnle the
Pooh"4hemd children's menus, china, flatware, and meals are sewed; and
where activities am not only imagindwe and fun, but educational.
The resort's 7,OOFyard, Shale championship golf course"designed by
Amold Palmer i% Associates-sklrts the wetlands and follows the natural *
contours of three walleys. Golf Digest and Goif Magazine have declared
Awiardn operation since July 199% and already being considered for
several major tournaments"one of the country's best resort courses. A Tennis Center with SIX night-lighted, grass, Har-Tru and clay courts-
one a stadium court-is nearlng completion, as is a spa, fitness center, a
3,200-square foot swlmming pool, and hiking trails connecting Batiquitos
Lagoon with Carlsbad beaches. A handsomely appointed restaurant and lounge in the Golf Clubhouse
have been hosting golfers and residents for some time now. Soon diners will
have other choices-such as Aviara's featured dining spot, The Italian
Restaurant, and the more'casual California Bistro, Ocean Grill, and Pool Bar.
..
,.
,. ... . ,
Business groups can't help but flnd the resort's assets irresistlble: the . .
Each 54Cbsquarefoot guest room has its own "business center"-an ., -.
Id
0 m.
I
w.,
CARLSBAD
When LEGO, the Danish toy comps
ny famous for its interlocking build-
ing bricks, decided to recreate its
successful LEGOLAND-Bilolund
theme park outside of Denmark, it
chose two sites: Windsor, England
and Carlsbad, California, USA.
The American version of this mind-
stretching entertainment is generating
considerable excitement well in
advance of its scheduled 1999 corn
pletion in this resort community 35
miles no^ of downtown San Diego.
Not all the excitement is posi-
tive, however. Since Carlsbad
already offers a cornucopia of plea-
sures, many residents feel their
idyllic lifestyle and people-size
beach town are being threatened by
the expansive development that
LEGOMND is designed to anchor,
along with the recently opened
Gemological Institute of America, a
planned luxury resort, a golf course,
and a string of upscale stores.
'Ironically," says Steve Link,
manager of the Carlsbad Conven-
tion' and Visitors Bureau, 'their
opposition may h'ave actually
helped convince LEGO to choose
us from among some 200 compet-
ing cities." The company, Link
believes, probably found the idea
of locating LEGOMND in an area
that needed it for economic rescue.
distasteful. 'Because of our resi-
dents' negative response, they
perceived us as an upscale com-
munity with access to a large,
affluent population that is already
well served by its hospitality infra-
structure and recognized as a
worldclass visitor destination."
Two centuries of Carlsbad 'histck
ry, three picturesque lagoons-one
a California sanctuary for endan-
gered species-spectacular beach
es, welcoming hostelries, bountiful
produce and flower-growing fields,
and a dynamic high-tech industry
are all wi?hin an easy stroll or a few
minutes' drive of the village center. .
Well worth a visit is Mission
San Luis Rey, built by Franciscan
friars and Luiseno Indians in
1798, which marks the area's first
permanent settlement. Home-
steaders began arriving when the
railroad came in 1883.
The town was named by a retired
sea captain, John Frazier, for a
Bohemian (Czech) spa famous for
,.
I
0
its healing mineral waters. He
struck them, too, when digging a
well on his property.
Strolling around Carlsbad makes
it easy to understand why it5
67,000 residents won't take their
good fortune for granted. Treeshaded
residential streets meander up hill-
sides. Beachside homes and hotels
part of their decor. Low-slung hous-
es open to village sidewalks, clut-
tering them with outdoor cafes and
the tantalizing samples of antiquari-
ans, dress shops, and florists.
At midday, the town's office'build
ings become jumpoff 'pints for exec-
utives turned runners, in-line skaters
and surfers, off to catch some rays,
waves, or a quick bite in one of the
town's eclectic restaurants.
Year-round, events such as the
May and November Carlsbad Village
Faires, the 5K race in March,
triathlon in July and the January
marathon and Mercedes Golf Cham
pionship attract visitors who fill the
toprated Pelican Cove (bed 8 break-
fast) Inn, La Costa Resort & Spa, the
soon-to-open Four Seasons Resort
Aviara, and Carlsbad's other beach-
front hotels and luxury resorts.
Driving Interstate Highway 5 near
Carlsbad is almost dangerous in
the spring, so distracting are the
acres of flowers that blanket the
hillsides in brilliant color.
Competing with nature for visitors'
attention is the town's-high-tech
industry-a segment of which caters
to an international addiction which
was once described by Mark Twain
as "a good walk spoiled." Yes, we're
talking about golf. For this is where
the latest aviation and space tech-
nologies are used to craft some of
the world's best golf clubs by the
engineering geniuses of Callaway,
Cobra, Taylor Made, .Aldila, Titleist
and other manufacturers. Tours of
these plants are sure to be highlights
on many meeting groups' agendas.
One could hardly .think of a bet-
ter place for such enterprises than Carlsbad, where 'most of the
world's top golf champions-not to
mention armies of duffers-fight
their handicaps on some of this
continent's most famous courses.
make ever-changing ocean vistas
a. -
A Resort to Remember
Speaking of famous
courses, most golfers worth their salt are
familiar with La Costa
Resort & Spa's 36
championship holes.
Aficionados, of
course, tend to view
the two challenging
courses that make up
these holes as the I. ,. .., '
450acre, award-winning resort's main attraction. . :::: ::,? ,?:':".
Meeting planners who have brought business groups & La Costa, while
appreciative of its golf facilities, are also IikeIy to assign starring roles to its
478 luxurious guest rooms, worldclass spa, five restaurants, two lounges, the
Racquet Club's 21 grass, clay and hard-suriace courts, the 50,OO~sqwrefoot
Conference Center and above all, the resort's superb, longtenured staff.
"For a property-wide event, you couldn't find a better venue," says
Dawn Stockman, manager of meeting services at McKinsey & Company, a
Chicago-based management consulting firm. Last April, Stockman's group
of 520 people landed at San Diego's Undbergh Field international Airport,
boarded chartered buses, and arrived at La Costa for a five-day, "all-office,
thank-you retreat that took over 90 percent of the resort's facilities."
With only two short meetings on th'e agenda, the group had time for La
Costa's golf, tennis and the spa's exotic beauty and fitness treatments, as well as for art and wine tours, Wild Animal Park, SeaWorld, and the legendary San Diego Zoo. . I_ .. - .,
Roscoe & Associates, one of San Diego's best known destination
management companies. Stockman's enthuslastic'evaluation: "They were
superb! None of us will forget the Antique Harley Biker Party, or the live zoo
animals presentation at our Tropical Nights reception." The planner also
held up for praise their 1970s theme party, at which her group members
danced to the beat of a '70s band white hippies, gego dancers, tarot card
readers, and semi-serious psychics stoked the embers of Gen-X nostaiga.
' During the day, the resort's shuttles were at the group's disposal for
trips north to Los Angeles and south to downtown San Diego, Balboa Park, La Jolla, and Coronado. -. ,. .- , . .. . 8
Few visitors ever have a chance to enjoy all of La Costa's amenities,
nor was there any danger of this group's running out of things to do. But
just in case, the resort created a basketball area and transformed its
Tournament of Champions Lounge into a sports bar that was kept open,
staffed, and well-stocked with snacks from 7a.m. to 2a.m. throughout the
McKinsey & Co. group's stay.
"Both the service and facility were exceptional at La Costa," adds Stockman. "The cleanliness was just fantastic, and our people are stilf
talking about how great the food was."
:. . .,I_ i,
Participants were also treated to some unexpected fun courtesy of Patti
0 e E
February 28, 1997 /
Lisa Hildabrand
Finance Director
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad CA 92008
Dear Lisa,
Attached is the financial report and a synopsis of major activities of the Carlsbad Convent
and Visitors Bureau for the period of November 1, 1996-Janua1-y 31, 1997, 1 am including f
extra sets of the attachments so the council members won’t be receiving photocopies
photocopies.
If you have any questions, please call me.
Please notify us when this will be placed on the Council Agenda so we can be present to ansv
questions.
Sincerely,
<: Executive Director
Encl~
cvba\qtly.ltl
Carlsbad Convention & Visitors Bureau
P.O. Box 1246 * Carlsbad, CA 92018-1246
(619) 434-6093 Fax (619) 434-6056
I* ' 0 e
ALIFORNIA
April 2, 1997
Jim Elliott
Financial Management Director
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad CA 92008
Dear Jim,
As per paragraph 8 of the agreement between the City of Carlsbad and the Carlsbad
Convention and Visitors Bureau we are requesting a modification in the allocation of
program funds listed in paragraph 5B.
We are requesting that the Travel Trade Show category be increased by $10,000 and the
Travel Writer category be reduced by $10,000.
We modified our marketing programs this year to accommodate the wishes of the city
council to more actively market to meeting planners and group tour operators.
We added several travel trade shows to our schedule that enhanced our contact with
professionals in the group market.
1. Successful Meetings Marketplace, La Costa, March 5-7
2. ITB Travel Show, Berlin, March 8-12
3. American Airlines Destination Travel Show, Fresno, March 25
4. California Travel Market, Sacramento, April 24-27
5. POWWOW, Nashville, June 1-5
5. Japanese Tour Qperator kception, Los Angeles, September 23
We will continue to participate in the annual Canadian Sales Mission. This mission,
sponsored by the California Division of Tourism, is aimed at group tour operators and trave
agents. And we will continue to participate in the very productive travel shows in Los
Angeles, Orange County and Phoenix.
We partially offset the cost of these new shows by canceling our participation in travel shop
we traditionally attended that were primarily aimed at the leisure traveler (Sacramento,
Denver, Tucson.) But the shows we added are much more expensive. For example, to
attend Pow Wow, we first had to join the Travel Industry Association. The annual
membership fee was $950. The booth fee was $2,000 plus the expense of traveling to
Nashville.
Carlsbad Convention & Visitors Bureau
P.O. Box 1246 Carlsbad, CA 92018-1246
(619) 434-6093 Fax (619) 433-6056
L0 a 0 e
To accomplish this modification in our marketing efforts, it became necessary to cut other
programs as well. We canceled our contract with Brice and Associates, who managed our
Carlsbad, our expenses in this area are reduced as well. Therefore we are able to transfer
$10,000 from the Travel Writer category to Travel Trade Show category
Please contact me if you have any questions.
travel writer program, That saved us $7,500 Der year. With fewer travel writers visiting
&- Sincerely,
w? Steve Link
Executive Director
cc: Helga Stover
a e
AMENDMENT NO. I TO AGREEMENT BETWEEN THE CITY OF CARLSBAD AND THE CARLSE
CONVENTION AND VISITOR'S BUREAU TO PROVIDE PROFESSIONAL SERVICES RELATED THE PROMOTION OF THE CITY OF CARLSBAD
This Amendment is entered into and effective as of the * z(/* d;
, 199L, amending the agreement dated September 4, 1996 by and betwee
City of Carlsbad, a municipal corporation, hereinafter referred to as "City", and Carlsbad Conventiol
Visitor's Bureau, hereinafter referred to as, "CCVB" for promotional services required by the C
Carlsbad.
RECITALS
WHEREAS, the City and CCVB desire to amend the allocation of program fur
Section 5B of the attached agreement, whereby the allocation for the Travel Writer Program is reduc
$10,000 from $15,500 to $5,500, and the allocation for Trade Shows is increased by $10,000,
$15,000 to $25,000; and
WHEREAS, the City Council approved this amendment on May 20, 1997.
NOW, THEREFORE, in consideration of these recitals and the mutual cove
contained herein, City and CCVB hereby Agree as follows:
1. The agreement shall be amended to reflect an increase to the Trade Show allol
by $10,000 and a decrease to the Travel Writer allocation by $10,000.
2. All other provisions of the aforementioned agreement entered into on Septeml
1996, by and between City and CCVB shall remain in full force and effect.
3. All requisite insurance policies to be maintained by the CCVB shall include covera
the amended assignment.
911
I-, A- ' < e 0
Acknowledged and Accepted:
CONTRACTOR: CIN:
CARLSBAD CONVENTION AND VISITOR'S CITY OF CARLSBAD, a municipal
BUREAU
By: @hil&+z/ /aa ,i Mayor
N INESI FO S
Pr sident
,/' # 2 AL WANAMAKER
Secretary ALETHA L. RAUTENKRANZ 3
City Clerk
June 30, 1997
DATE -
(Proper notarial acknowledgment of execution by Contractor must be attached.)
(President or vice-president and secretary or assistant secretary must sign for corporations. If only
officer signs, the corporation must attach a resolution certified by the secretary or assistant secr
under corporate seal empowering that officer to bind the corporation.)
APPROVED AS TO FORM:
RONALD R. BALL
City Attorney
f
BY
911 1
.I
1-7
;e+ 0 AMEa 0
.QI. 5T % A ,Y N
} STATE OF CALIFORNIA COUNTY OF }ss.
San DiePo -1
On June 24, 1997 , before me, Jeanette Child, Notary Public
personally appeared * * * * * *Norine Sigafoos and A1 Wanamaker* * * * * * * *
, personally known
(or proved to me on the basis of satisfactory evidence) to be the person(s) whose name(s)
subscribed to the within instrument and acknowledged to me that he/she/they executed the
in his/her/their authorized capacity(ies), and that by his/her/their signature(s) on the instrumc
person(s) or the entity upon behalf of which the person(s) acted, executed the instrumen
WITNESS my hand and official seal.
p
1 -h)c-hhhAA** lj ' ,&p& * <> JEANETTE CHlLC
0 @ % *%O~')T;I!: ~ NOTARY Comm PUELLIC WO4.3511 CALIFO~NII
:' ' .q, r; SkN DIEGO COUNTY
(Ths area for oHlcial notarm seal) ' r ~L~&+~ Cornm Expires Dec 29.1998
V~VVV"+
Title of Document Amendment #1 to agreement with City of Carlsbad
Date of Document 6/24/97 No. of Pages 2
Other signatures not acknow[edged Claude A. Lewis and Aletha L. Rautenkranz
I - ~~ -
3008 (
First American Title lnsur,